A Party for The Unmentionables

  • The Background

    The essence of Football brings people together from many walks of life; the energy is uncanny, and the experience is nothing like you have ever felt. Well, the NFL has created space for sports enthusiasts, the tailgaters, the party animal, the sports center fan and everything in between, everyone feels safely and secure at home.

  • The Problem

    One thing we don’t mention is truly how complex the game itself is; ever been sitting at a game and just looked clueless, but you still went ahead and cheered the team on just because you didn’t want to be the outsider? Or even better, you go to the party from peer pressure from work but they don’t know your TV has never seen the light of Sportscenter.

    A casual fan may be the most common kind of fan out there, but they are probably the most difficult one to pick out.

Methodologies included Social Listening, In-Depth Interviews with Sports Fanatics & Their Families, League Workers, Super Bowl Goers, Secondary Research on Category & Consumers

Coining The Casual Fan

The Unmentioned & Underappreciated

Those who show up to the game like a lost puppy, clueless about what’s happening on the field.

Those who timidly ask questions in the midst of intense sports trash-talking, hoping not to get tackled by the serious fans.

The one who nods along, pretending to understand the die-hard fan's intricate analysis of every play, while actually wondering if pizza delivery is still open.

The one who's only interested in the halftime show, eagerly awaiting to see Rihanna break it down like it's 2011.

The odd one out in a family of Philadelphia Eagles fanatics, looking like a buffalo in a flock of geese.

The Unmentionable Tension

In the world of the NFL, fandom reigns supreme. But if you're not in on the culture or the game, you might find yourself standing out like a sore thumb.

Without the inside scoop, you risk exposing your lack of knowledge or worse, coming across as indifferent to the sport.

BUT WAIT…

The average NFL game runs 3 hours and 12 minutes, actual time spent playing is 60 minutes.

We Smell An Opportunity

The other two thirds hold the true magic of them game, community, entertainment, team spirit and unity. It’s about time to speak to the unmentioned and under-appreciated and make them feel seen, and like they are in fact, not just a mere spectator.

The Strategy

The NFL honors the outlier by spotlighting their unique type of fandom within the game.

So Here’s to the Unsung Fan:

The NFL’s beloved but unappreciated fanbase.

Out of Home

Let’s meet them where they are at, whether its on the street on at the football field.

NFL X Bleacher Report Present: THE NATIONAL FAN LEAGUE

Imagine this, an opportunity for the casual fan to take on fantasy football their way. Through a partnership with Fanduel and Bleacher Report, the NFL has created an online betting pool where casual fans can vote in various polls in non-athletic categories of an NFL game, and win money if they correctly predict the most popular outcome. 

The Huddle: Super Bowl Commentary Show

Finally a moment for “sports” commentary for the casual fan. Join Andy Cohen, Mindy Kaling, Erin Andrews and The Rock in their super bowl viewing suite for five minutes at the end of every quarter. They'll comedically recap the game highlights their own way, while chatting pop culture, current affairs, and anything else that comes up.

Merch to Show Appreciation to The Casual Fan

Team: Shaunda Lambert (ST) | Eleni Alafoginis (AD) | Lara Navarro (CW) | Lucie Desvallees (CW) | Morgan MacLachlan (AD)